Using Color in Web Design
When is the last time you saw a web site in black and white?By Jennifer Kyrnin
This is because these are calming, soothing colors, and upset patients relax a little in their presence. Once you understand your audience make up you can create a color scheme that suits them.When choosing the colors for your site, you need to first (as always) think of your audience. Is it a global audience?
Is it primarily Western? Eastern? Are they older? Younger? Male? Female? All of these things, and more can affect the color choices for your site.
Cultural DifferencesColors obtain symbolism through cultural references in the culture you grew up in. Depending upon the culture, colors can have very different meanings and actually cause problems for your site. For example, in the East, white is the color of funerals while in the West white is the color of Weddings. If you were to design a Wedding site intended for an Asian audience and you used a lot of whites, you could be disturbing the people you're trying to reach.
Age DifferencesYoung children tend to prefer brighter, more solid colors, while adults tend to prefer more subdued colors.
If you're writing to an audience of children and you're using muted pastels and shades of grey, their parents might like it, but the kids will be long gone before the page finishes loading.
Class DifferencesMarketing research in the United States has shown that working class people tend to prefer colors that you can name: like blue, red, green, etc.
While more highly educated classes tend to prefer colors that are more obscure: like taupe, azure, mauve, etc. This is why Target does their store logo in bright red.